• Andrew Collins

The NFL Superbowl Experience: a view from China

For decades, it’s been no secret that the Superbowl is one of the most watched television programs of the year in the United States and companies continue to flock to secure key commercial time slots to penetrate this huge event.

With prices set to balloon close to 4 million USD per a 30 second time slot – which equates to about $126,000 per a second – many people even choose to watch the Superbowl just to watch the commercials.

Consequently, these commercials are some of the most creative, intuitive and sometimes controversial commercials that air all year. This year the game was the third most watched television program in US television history, as over 108 million American households witnessed the Ravens defeat the 49ers 34-31.

China on the other hand, in particular Shanghai, had a record number of bars with live feeds from ASN and American television feeds, ready to attract the growing number of local fans and expats for this sports spectacle.

Interestingly enough, most advertisers are actually gearing their ads towards social media users as it gives them an opportunity to monitor their success or failure rates in real time, by adding a unique hashtag at the end of every ad.

On that note, here are some of the best – and most social – ads played during the Superbowl, brought to you by Mailman:

Hyundai Santa Fe – # PickYourTeam


PSY and Pistachios – # CrackinStyle


Tide – # MiracleStain


One of the most bold and creative uses of social media that happened during the Superbowl was made by Oreo.

Only 4 minutes after the Superbowl’s unprecedented blackout (which featured half the stadium in darkness) Oreo created an ad with the headline, “You can still dunk in the dark”.

This simple image became a viral hit in a matter of minutes with the Twitter world exploding with the ad retweeted more than 15,000 times in the first 14 hours.  Its success proved to marketers how advertising has reached a new era in process and form.

With the social component becoming an integral part of advertising, marketers are increasingly putting more efforts to reaching their audience quicker and more effectively.

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